Let’s be honest—your marketing team is swamped. Between launching campaigns, analyzing data, and dodging last-minute “urgent” requests, writing copy that actually works can sometimes feel like an afterthought. But great copy isn’t just a nice-to-have; it’s the secret sauce that turns lurkers into leads and browsers into buyers.
So, before you hit publish on that next blog post, landing page, or email, run through this ultimate copy checklist to make sure your words are doing their job.
1. Is It Crystal Clear?
(Or does it sound like a riddle wrapped in a mystery inside an enigma?)
- Can a stranger instantly understand what you’re offering?
- Is it free of jargon and unnecessary fluff?
- Does it pass the “What’s in it for me?” test from the reader’s perspective?
Example:
If you sell time-saving software, don’t say: “Our platform streamlines workflow optimization through cutting-edge AI.” Instead, say: “Save two hours a day with AI that automates your to-do list.”
2. Does It Speak to the Right Audience?
(Or does it sound like you’re shouting into the void?)
- Have you tailored the language, tone, and examples to your ideal customer?
- Are you addressing their specific pain points and desires?
- Does it feel like a real conversation rather than a corporate memo?
Example:
Instead of: “Our consulting services help companies thrive.” Try: “Get expert strategies designed specifically for growing e-commerce brands like yours.”
3. Is It Engaging and Readable?
(Or does it read like a 50-page instruction manual for assembling a spaceship?)
- Have you used short sentences and paragraphs to make it skimmable?
- Did you add subheadings, bullet points, and bold text to guide the reader?
- Does it sound human (and not like a robot on autopilot)?
Example:
If your text is one long paragraph, break it up and add some rhythm:
- Keep sentences short.
- Use contractions for a natural tone.
- Toss in a bit of personality!
4. Does It Highlight the Benefits (Not Just Features)?
(Because “it’s got buttons” isn’t nearly as compelling as “it saves you 10 hours a week.”)
- Are you focusing on what the reader gets, not just what you do?
- Have you used storytelling or examples to make the benefits more tangible?
- Is it clear how your product/service makes their life easier or better?
Example:
Feature: “Our mattress has five layers of memory foam.” Benefit: “Wake up pain-free with a mattress that contours perfectly to your body.”
5. Is There a Strong, Clear Call to Action (CTA)?
(Or is your reader left wondering, “So… what now?”)
- Is the next step obvious and easy to take?
- Are you using action-oriented language (e.g., “Get started,” “Download now”)?
- Have you removed unnecessary friction (e.g., too many form fields, unclear instructions)?
6. Is It Free of Distractions and Confusion?
(Because if they’re confused, they’re gone.)
- Does every sentence serve a purpose, or are there unnecessary tangents?
- Is your message cohesive, or does it jump around?
- Are there any potential objections that you haven’t addressed?
7. Does It Include Proof or Credibility Boosters?
(Otherwise, why should they believe you?)
- Have you added testimonials, case studies, or stats where relevant?
- Are there trust signals like certifications, partnerships, or well-known clients?
- Does it sound confident without being over-the-top or salesy?
Example:
Instead of: “Our clients love us!” Try: “Last year, 97% of our clients reported increased conversions after using our service.”
8. Is It Optimized for SEO (If Applicable)?
(Because great copy is useless if no one can find it.)
- Does it include relevant keywords naturally (not stuffed in awkwardly)?
- Have you optimized headlines and meta descriptions?
- Is it formatted for readability on both desktop and mobile?
9. Is It Consistent with Your Brand Voice?
(Or does it sound like an identity crisis in progress?)
- Does it match your company’s personality and style?
- Are you using words and phrases that align with your brand?
- Would a loyal customer instantly recognize it as you?
Example:
If your brand is fun and friendly, don’t suddenly sound like a legal document. Keep it consistent across all content.
10. Have You Read It Out Loud?
(If it sounds awkward in your mouth, it’s awkward on the page.)
- Does it flow naturally when spoken?
- Are there any awkward phrases or tongue twisters?
- Would you feel comfortable saying this in a real conversation?
Final Check: Would You Click, Read, or Buy?
If your own copy doesn’t convince you, it’s not going to convince anyone else. Take a step back, tweak as needed, and when in doubt—bring in a fresh set of eyes (or, you know, a pro like me).
Your words are your frontline sales team—make sure they’re working as hard as you are!
